"Big Idea" Award Goes to Sterne Kessler Goldstein & Fox
Sterne Kessler Goldstein & Fox's "The Breakfast Club," a series of 30-minute marketing and business development-oriented training sessions for attorneys, won the 2012 "Big Idea" award from the LMA Capital Chapter. The Big Idea award was presented at a special ceremony held on November 1 at the Washington, DC office of Morrison & Foerster LLP. Tammy Mangan, director of marketing at Sterne Kessler Goldstein & Fox, accepted the award on behalf of her firm.
The "Breakfast Club" presentations were all made by members of the firm. Each session focused on a single topic relevant to attorneys, with clear, actionable takeaways, and a minimal loss of billable time. The only direct cost to the firm was $130 each time for breakfast coffee and bagels. Between 20 and 40 attorneys attended each session.
Among the topics were Publishing Articles: A How-To Session; Leveraging LinkedIn for Business Development and Networking; Understanding the Business Development Cycle; Evaluating and Qualifying Business Leads; and Getting the Most from Membership in an Organization.
Tammy says the idea started with some conversations she'd had with partners at the firm about the need for more business development training options, options that didn't require at least a half day of programming. Key partners bought into the idea, and the Marketing Department took the lead in turning the idea into practice.
"We provided content that people wanted, and we made it convenient for them," Tammy says. "This program is now in its third year, and it has been very well received."
Tammy says the department was successful in selling the idea to the partnership because it could show that the training series was in direct response to the expressed needs of the target audience and provided skill development in areas identified as needing improvement.
Tammy says that although Sterne Kessler is a 120-lawyer intellectual property specialty firm, the "Breakfast Club" technique would be well adapted to the needs of much larger firms as well.
By Jonathan Groner, a public relations and writing consultant in Washington, DC for the November/December 2012 Issue of the Capital Ideas Newsletter